SCENES

 
 

SCENES  30 Second Ad

Commercial Breakdown  -  Friday, July 21

REFERENCE FILMS    -    We Are Greater Than I  -  This is Sweden  -  Vintersaga


OVERVIEW OF GOALS

SCENES is designed to be a high energy 30-second ad that shows the united properties of Turtle Creek Casino and the Grand Traverse Resort. The goal is to present the highlights of the combined properties as a wide variety of highly desirable amenities unique to these properties.

 

OVERVIEW OF CONCEPT

Combining the offerings of both Turtle Creek and the Resort presents a lot of content to cover, and SCENES is our answer to the question ‘‘how do we show this without defaulting to a montage?’’ While there’s a lot of variation in offerings, the common thread between the two properties is fun. SCENES has a lot to show in 30 seconds and will do so with four characters as they travel from scene to scene-- but all without ever camera ever cutting. The 30 second ad will be one continuous shot, accomplished by building a visual representation of each amenity/offering into a single scene or composition that our characters can physically walk through and experience in one take. We will accomplish this using highly choreographed camera movement, props, backdrops and lights to creatively transition between each scene in a matter of seconds in a way that’s surprising, smart, and interesting. SCENES will be something an audience would want to watch on repeat.

Within this vision for SCENES, there are two different directions we could go. The way we transition from one to the other will be visible to the audience and that means the production style will be evident and give character to the ad. We’ve called these two directions East Coast and West Coast. East Coast referring to New York and a more theatrical approach and West Coast referring to Los Angeles and a more magical approach with hidden cuts and impossible scenarios.

EAST COAST OVERVIEW

SCENES through an East Coast perspective would be filmed as one continuous take, requiring little or no VFX or titles. Everything would be done on set like a theater production. It’d be filmed all in one location with any outside elements being filmed beforehand and presented either in the form of props, printed backdrops, or projected backgrounds, allowing all of the illusions to be clear so the audience can appreciate both the scenes AND how they’re achieved.

WEST COAST OVERVIEW

SCENES through a West Coast perspective would be filmed to appear as one continuous take but it would actually be multiple takes combined, allowing us to see different locations but in a way that would be clearly impossible to the audience. Many scenes would still be accomplished with backdrops and props very similarly to the East Coast production, but with the inclusion of the occasional real environment like Lake Michigan or the Casino Floor.

WHY CONSIDER EACH?

The glory and organic intrigue of the East Coast approach is that it would actually, literally be one continuous take, while West Coast’s could show someone walking from the Casino straight into Lake Michigan, which makes it clear we’ve used trick cuts (which hurt the organic value of a real one take project) but also allows us to use more real environments and the natural visual beauty they supply.


SCENES  //  EAST COAST STYLE [V1]

  1. INTRO (Lights come up on 4 travelers with luggage in a blank environment)

    1. TRANSITION -- The backdrop (black) drops as our four characters raise a phone to take --

  1. GROUP PHOTOS (as background changes / flashes iconic Northern Michigan scenes)

    1. TRANSITION -- Characters run forward and put bags down as camera pans (90) right to a bed, nightstand, a room with a view, it’s a --

  2. RESORT ROOM

    1. TRANSITION -- One character lays across bed, it tilts up to become a game table as they characters rush the camera and into frame appears their gather place, a --

  3. CRAPS TABLE

    1. TRANSITION -- After a win, arms in the air turn to shirts coming off, camera pans left (180) as the they run toward waves of (projected/green screen) Lake Michigan, at the --

    2. (4.5) SCENE INSERT POSSIBLE

  4. BEACH

    1. TRANSITION -- Panning back right (90) the women are lying on the towels in the sunlight that fades to a softer light as a covering and hands appear -- a massage in the --

  5. SPA

    1. TRANSITION -- Illuminating behind the women, a big green landscape appears as they darken and the two other characters step into the frame, ready for a round of --

  6. GOLF

    1. TRANSITION -- Two guys celebrate the shot with an arm pull, then they repeat the motion sitting on seats that appear at --

  7. SLOTS

    1. TRANSITION -- The shot pulls back to show all four characters, the closest pulls the lever down, her hand comes back up with a glass, the machine now a bar with a view, she’s--

  8. WINE TASTING

    1. TRANSITION -- The couples ‘cheers’ their glasses and go to walk right as camera pans right (90) and the backdrop drops to reveal their view/destination of the

  9. MID LEVEL OVERLOOK

    1. TRANSITION -- As the characters walk, the camera pulls away, passing physical shapes hung and illuminated, revealed as the Casino and Resort --

  10. LOGOS

    1. TRANSITION -- End with inevitable cheers of getting a great take

 

**   (4.5) Winter Scene Option (time permitting)

      Following the win at craps, confetti would fall and the camera would pan up with it then down slowly as it falls like snow on our characters cross country skiing. Then, dropping the poles, winter jackets disappear and reveal life jackets and the background illuminates as a projected moving background of a lake as they catch a water ski rope (new 5). Then pan right as the lights dim and suddenly we’re in the spa. Scenes then continue as per above.

 

 

SCENES  //  WEST COAST STYLE [V2]

  1. INTRO (Film Lights come up on 4 travelers, each standing in casual dress with luggage)

    1. TRANSITION -- The backdrop (black) drops as our four characters raise a phone to take --

  2. GROUP PHOTOS (hung backgrounds rapidly drop, showing Northern Michigan scenes)

    1. TRANSITION -- Characters run forward and put bags down as camera pans (90) right to a bed, nightstand, a room with a view, it’s a --

  3. RESORT ROOM (the group sets their luggage down)

    1. TRANSITION -- One character lays across bed, it tilts up, becoming a game table as the backdrop changes to a Casino and the group rush forward to gather at a --

  4. CRAPS TABLE (Bets placed and a quick win!)

    1. TRANSITION -- Arms in the air turn to shirts coming off as the camera pans left (180) as the boys run toward splashing waves of (TRICK CUT) Lake Michigan, the --

  5. BEACH

    1. TRANSITION -- Panning left again (90) the women ‘lay’ in front of a new backdrop (TRICK CUT) as lights fade to a cozy glow and they are in the --

  6. SPA (getting a massage)

    1. TRANSITION -- Behind the women, the background drops/changes to wide greens and the other two characters tee up for --

  7. GOLF (tee up a ball (Added in VFX) that flies far and straight ‘into’ the greens)

    1. TRANSITION -- The camera moves back as slot machines roll into frame with the two characters sitting in, the golfer’s victory motion matches the action of pulling the lever on --

  8. SLOTS (characters play happily)

    1. TRANSITION -- The closest character pulls the lever down, her hand comes back up with a glass, the characters stand and from a new angle the machines are a bar, they’re --

  9. WINE TASTING

    1. TRANSITION -- The couples ‘cheers’ their glasses, set them down as the camera rotates around them right (90), they set their drinks down, pick up cocktails, and the black background drops to reveal --

  10. MID LEVEL OVERLOOK (their view/destination as they walk out to the lights)

    1. TRANSITION -- As the characters walk, the camera pulls away, passing physical shapes hung and illuminated, revealed as the Casino and Resort --

  11. LOGOS


VISUAL REFERENCE

Video 1: Reference for creative transition and camera movement:

Video 2: Reference for color and light, stylized aesthetic

Video Three: Reference for West Coast trick cuts